We’re back this week with a great podcast focused on “Using Events To Accelerate Sales” with Garrett Stanton. Garrett was employee number 20 at Okta and runs the middle market sales team for the company. He came on before the holidays to talk to us about a great sales strategy to move prospects down the funnel and to potential close: Events. Most young SaaS organizations wouldn’t think a ton about this strategy of sales events as an effective way to close business and drive leads on the sales side but Garrett presents a pretty compelling case to anyone here as to why this matters and is one of the most effective strategies early on.
In our podcast Garrett and I walk through the early days of events at Okta and how they started with the approach of “crawl, walk, run” in doing sales events. He talks a lot about being scrappy and making sure that you don’t overspend on these types of sales events given the limited budget that most startups will have early on. We move on to talk a bit about the psychology of the IT buyer and why an solid event can really be a game changer in a great way. We then walk into the mechanics of pulling a sales oriented event off. From the venues to the themes and speaker topics as well as how to bring partners into the event, we cover a lot of ground. Garrett also talks about the early customer evangelists that drove them to create these events as well as how cold leads can sometimes be best placed into this setting to accelerate them through the sales funnel. Finally, Garrett walks listeners through the key metrics to be tracking and talks about some non obvious ones to the Okta team that they continue to track to this day. Overall listeners will leave the podcast thinking a lot more about how events can really help you continue to keep leads warm as well as accelerate people towards a close quicker. Give a listen below!
If you liked “Using Events To Accelerate Sales with Garrett Stanton” and want to read more content from the Bowery Capital Team, check out other relevant posts from the Bowery Capital Blog.